Bold targets in new AIS gold push

The Australian Institute of Sport has launched a new brand positioning to align with its strategic direction focused on innovation and bold performance targets.

Australian Sports Commission Chair John Wylie says, “We are setting our sights on international success over the next decade and the new brand positioning represents a generational shift for high performance sport.

He reports that “the AIS has had a proud history in Australian sport since 1981 and the previous logo signifies success during the last 33 years.”

“This new brand will be an important springboard for enhanced commercial partnerships and opportunities for the AIS, which in turn will benefit sports and athletes.”

The branding is reported to be dynamic, bold, current for 2014 and beyond, and emphasising gold.

ASC chief executive Simon Hollingsworth said the decision to adopt a new brand followed extensive research.“Consultation confirmed the AIS is well known and highly respected but the current brand lacked relevance for our key stakeholders, including potential sponsors and commercial partners.

''This new brand takes us into a new age for Australian high performance sport. The new positioning will, I hope, inspire many young Australian athletes.”

Co-founder of high performance compression garments supplier 2XU Aidan Clarke says “we are delighted with the striking new branding.

“For commercial partners like 2XU, the new brand offers a modern and highly recognisable platform from which to base collaborative ventures and campaigns in the shared pursuit of excellence,” says Clarke.